Case Study: Leveraging Content Strategy to Enhance Online Engagement for a Legal Documents Service in Phoenix, Arizona

Client Overview

A small, one-person legal documents company based in Phoenix, Arizona, approached our agency seeking to enhance their online presence and improve engagement metrics. The client specializes in providing legal document preparation services to local clients.

Challenge

The company faced challenges in generating steady traffic to their website and converting visitors into clients. The owner was looking for effective ways to improve site engagement and increase service inquiries through their digital platform.

Objectives

The main objectives were to:

Increase website traffic and user engagement.
Improve the quality of interactions with potential clients via the website.
Create compelling content that educates visitors and prompts them to inquire about services.

Strategy

Our strategy focused on developing and implementing a content marketing plan that leveraged both educational and promotional content:

Content Development:

Created a series of informative articles and blogs addressing common questions and concerns about legal document preparation, such as "How to prepare for divorce in Arizona" or "Benefits of legally binding documents made simple."
Ensured all content was optimized for SEO with relevant keywords that potential clients might use when searching for similar services in Phoenix.

User Experience Optimization:

Redesigned the website to make it more intuitive and user-friendly, ensuring that it was easy for visitors to find the information they needed and take action (e.g., contacting the company).
Implemented call-to-action (CTA) buttons on all key pages to drive conversions.

Performance Analysis and Adjustment:

Monitored website analytics to understand visitor behavior and identify which types of content performed best.
Adjusted content strategy based on analytics, focusing on those topics and formats that engaged users the most.

Results

Within a few months of implementing the new content strategy, the legal documents company saw significant improvements:

Sessions and User Engagement: Total sessions increased, with a notable spike in engagement in the last week of the measured period, reflecting the impact of the new content and website optimizations.
Bounce Rate and Session Duration: The average session duration was a healthy 7 minutes and 47 seconds, and the bounce rate was moderately low at 53.49%, indicating that visitors found the content engaging and relevant.
Visitor Composition: The near-even split between new and returning visitors (53.5% new, 46.5% returning) suggested that the new content was effective in attracting new visitors while also keeping previous visitors coming back.

How We Can Help Your Business

If your business is looking to boost online engagement and convert more visitors into clients through effective content marketing, our team can help.

We specialize in creating tailored content strategies that drive results, focusing on your unique business needs and client base.